22-Jul-2016  Shanghai, China

Success in China: Schwarzkopf Extra Care Purify & Protect

Schwarzkopf anti-pollution product showcases local innovation capability

The newly-launched Schwarzkopf Extra Care Purify & Protect range by Henkel is the first anti-pollution repair range of hair products and the direct result of innovation from Henkel’s Asia-Pacific local R&D. This brand-new product range was developed in response to consumer demand for hair care products in the local market. The range draws on a selection of innovative technologies to offer thorough cleansing, 360° protection and repair functions.

As a global leader in brands and technologies, Henkel continues to closely monitor regional megatrends and turn them into business opportunities. In recent years, Henkel has been rolling out innovative products catering to market needs and creating value for local consumers. Schwarzkopf Extra Care Purify & Protect is especially designed for Asia and the Greater China market in which consumers are increasing concerned about the damage caused by hazy weather and PM2.5 particles.

This range innovatively leverages Henkel’s advanced repairing technology with Moringa Seed extracts, which helps to purify hair and scalp from urban dust, and form a light-weight screen for effective 72-hour protection against polluting agents & dust.

Purify & Protect has become a huge hit in the market since its launch this February, especially on e-commerce channels, becoming one of the top three best-selling products among Schwarzkopf‘s Extra Care product line in its Tmall flagship store.